For example, researchers working with the Swiss Red Cross and the Zurich Blood Donation Service sent three different invitations out to people who were registered in the blood donation services database. In situations like these, an organization may not get a full pass as it would in a victim crisis, because publics still might question the organizations operations. James OBrien, How Red Bull Takes Content Marketing to the Extreme, Mashable, December 19, 2012, accessed May 21, 2019,https://mashable .com/2012/12/19/red-bull-content-marketing/. When an executive or organizational leader uses someone elses words without attribution in public communication, plagiarism can become a public relations problem. Reinforce strategies remind publics of all the good things the organization has done or is willing to do to reinforce relationships. Then you set up your account to pay per clickwhereby the sponsor of an ad pays each time an ad is clicked starting at $2 per click and going up to whatever maximum you set in a bid.9 Native advertising, another paid option, refers to ads that match the format of the primary content of the medium or channel. If you place a hashtag in a TV ad, you should know what will happen when TV viewers jump platforms from their TVs to other screens. Curated Content Social media users can experience adventure through the GoPro lens with GoPros Photo of the Day on its Instagram page. Proselytizing The very best campaigns and communication efforts go beyond a two-step communication flow from sender to media and from media to receivers. Social media analytics allow communicators to monitor real-time feedback in response to any post. After interviewing experts, journalist Elizabeth Shogren concluded that BP had failed to communicate the three key messages the public needed to hear: That BP was accountable for the disaster, was deeply concerned about the harm it caused and had a plan for what to do.18 Not only were they not able to communicate well, they also werent ready to prove it with action. Before pitching to reporters, read their news stories, watch their programs and follow their 114 CHAPTER 4|REL ATIONSHIP MANAGEMENT social media accounts to better understand their style and the type of news they cover. Outcome: Proportion of primary caregivers who report washing hands with soap and water at two critical times during the day. Many political operatives, for example, used TVEyes to search Fox News for clips they found to be disparaging and then replayed or reposted these videos. Most people working in modern organizations have to make these same decisions as View more social media cartoons at Social Media Overload Okay, we have accounts for our company on Face book, Twitter, YouTube, MySpace, Digg, Delicious, Blogger, Vimeo, Google+, Flickr, Picasa, Linked In, and Tumblr www.socmedsean.com Cool! How else can organizations engage with tagged content? People bought shoes from cobblers and not mall outlets. The library has 5,000 images featuring 179 women from 39 countries. It was labeled a PR disaster when former Papa Johns chairman and CEO John Schnatter used a racial slur on a conference call with a marketing agency and later resigned. 53. Sometimes news media come to an organization for information, and other times the organization goes to the news media to get stories out. The success of their efforts will depend in large part on whether people feel like they can make a difference in this environment (constraint recognition) as well as if people sense that the new regulations have made any difference in their online experience (problem recognition). News outlets from NBC Nightly News to USA Today to Yahoo News picked up the story, drawing even more people into the discussion. Public relations professionals often have the responsibility of deciding what is and isnt allowed on their organizations social media pages. 124 CHAPTER 5|RESEARCH A flow chart or other description of the organizational structure. 22. Intrusion into Seclusion Intrusion into seclusion is what most people think of when they hear invasion of privacy. It includes trespassing into someones private space such as a home or car, but it also includes electronic surveillance to access online activity that someone could reasonably expect to be private. Many of the same relationship strategies that work in personal relationships positivity, openness, assurances, social networking and sharing tasksalso work in maintaining relationships between organizations and their publics. BLOGS AND LONGER FORM Blogs were among the first social media writing forms adopted on a wide scale by public relations practitioners. 6.5 Apply consequentialism to make ethical decisions about setting and achieving public relations objectives while enhancing the profession. According to Harder, The challenge is for Coca-Cola to find a way to be taken seriously as a player in anti-obesity efforts while simultaneously increasing sales and offering consumers the products they love. Harders conclusion highlights the importance of relationships with several key publics in defining the success of the CSR efforts. The PRSA code suggests that you should either not offer the information at all or make sure that you give the same information to everyone in order to promote fair competition and respect among professionals. According to a PRSA task force, Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. When public relations is practiced as a management function, practitioners proactively communicate with an organizations publics, carefully consider what feedback means for the organization, develop strategy and work with the organizations leadership to implement and evaluate both actions and communication. The camera pans down to a shiny new Crock-Pot on the counter as Ventimiglia ladles out a cup of chili. However, according to USA Today, millions of them were fake submissions, many sent by bots, and nearly a half-million comments came from Russian email addresses.17 Despite the loss, many activist organizations such as Free Press, Fight for the Internet, and the Free Press Action Fund continue to fight for net neutrality by working to sustain grassroots campaigns. Define the specific ethical issue/conflict. This is your time to shine. Disney Parks around the globe asked fans to snap a photo of themselves wearing a pair of Mickey Mouse ears or with their own creative earsand share the photo with the hashtag #ShareYourEars on Facebook, Twitter or Instagram. CASE STUDY Burger Kings Whopper Detour stunt led to more than a million downloads of its BK App. What we found [was that], when you have a Super Bowl or Olympics deadline, you have high degrees of speed and focus and make things happen, Pritchard told The Wall Street Journal. Ruth Avidar, Yaron Ariel, Vered Malka and Eilat Chen Levy, Smartphones and Young Publics: A New Challenge for Public Relations Practice and Relationship Building, Public Relations Review 39, no. Is the organization effective in its one-to-one communications? IHOP/IHOb kept it close to the vest for the next week, aside from a steady stream of puns playing on the flipped letter (e.g., The bossibilities are endless, Katie; Not so fast, Marissa! Newsworthiness Standard used to determine what is worth covering in news media. In a field like public relations, which year after year is listed among the most stressful career options you can choose, your sanity may well depend on how you and those you work with handle ethical dilemmas and gray areas. GLOSSARY 423 High-context communication Exchanges in which most of the meaning conveyed between people lies in the context of the communication or is internal to the communicators. In Chapters 214 of this book, each of these provisions will be discussed in the context of at least one case of ethics. 6. But why spend our time and energy listening, when we can be creating #trendy content instead? Capture Attention with Updated Features for Video Ads. Facebook Business, F ebruary10, 2016, www .facebook.com/business/news/ updated-features-for-video-ads. To the degree that successful public relations entails changes in human attitudes, knowledge and behavior, public relations people must work toward an enlightened understanding of their organizations roles and their own personal roles in cultural exchanges. Colored ribbons are prime examples. mization (SEO) has sprouted, and public relations practitioners are among the most interested in sharpening their skills. Protecting Publics 305 That said, the FDAs regulatory authority extends well beyond drug ads. One of the most common client requests is Help us raise awareness. Awareness may be part of the desired results, but more often than not awareness is only an intermediate step in a larger process to reach some other goal. 10.4 Evaluate how different forms of social media content can be created to engage publics. Suzanna Caldwell, Anchorage Restaurant's Facebook Defense of Employee Wins Viral Support, Anchorage Daily News, September 28, 2016, accessed June 18, 2019, http://www.adn.com/article/20151112/ anchorage-restaurants-facebook-defense-employeewins-viral-support. Rita Linjuan Men and Shannon A. Bowen, Excellence in Internal Communication Management (New York: Business Expert Press, 2016). Search Engine Optimization, Wikipedia, the Free Encyclopedia, accessed June 13, 2019, https://en.wikipedia .org/wiki/Search_engine_optimization. CHAPTER 10 1. After 64 years on the seafloor, Independence sits on the bottom as if ready to launch its planes, said James Delgado in the NOAA news release. It also resulted in more than 700 pieces of media coverage and endorsements from celebrities like James Corden. 71. And your textbook author doesnt think a personal boycott of a major media conglomerate is a requisite for educating others about issues of media consolidation in society. Includes initial monthly payment and selected options. Their Public Relations Journal is fantastic. 2.4 Discuss the ethics of transparency, objectivity and advocacy. That is our ambition with this work for Vicksto give the timeless idea of Family Care a fresh and contemporary meaning.31 Vicks Touch of Care campaign was met with inspired, congratulatory messages from Twitter users in India. Its formulaic. 3. Juan-Carlos Molleda et al., Tipping the Balance: A Decision-Making Model for Localization in Global Public Relations Agencies, Public Relations Review 41, no. Engaging with influencers and brand advocates can also help organizations establish relationships and trust with these publics. The case studies, analysis, and photos are very well presented. Digital marketers, who are focused on sales as a final outcome, sometimes refer to the process outlined in McGuires model as a funnel. In any case, I am grateful for the time Ive had to tweak the material and test its resilience across two editions. We still have to understand the second part of the term public relationsthe relations. Behind-the-scenes organizers have worked social networks and even mainstream media to maximize coverage, and the perfectly choreographed event draws the attention of onlookers. Jason Bercovici, Director of Creative Strategy for Exponential, recommends understanding your objectives with the video: If you want people to click and visit your website, keep it short, but if you want people to watch, then go long, with 2to 6 minutes being ideal.45 Shorter videos continue to reign in Instagram and Snapchat stories. Explain your preference. These relationships can be observed by asking people about their experiences with an organization as a whole.3 Second, we can think of interpersonal relationships as components of organization-public relationships. 2.2 Ethical behavior: Understands and adheres to commonly accepted standards for professional behavior. Will they have to work longer hours? Public Relations. If you are organizing an event as part of a larger program, you may estimate the total cost of the event in your initial program proposal rather than getting too 168 CHAPTER 6|PL ANNING specific with each line item. KEY TERMS Business to business (B2B) 98 Business to consumer (B2C) 97 Communal relationships 90 Corporate social responsibility (CSR) 111 Exchange relationships 89 External publics 100 Golden mean 113 116 Government relations 109 Internal publics 100 Investor relations 103 Issue 106 Legislative relations 109 Lobbying 109 Media catching 97 Media relations 92 CHAPTER 4|RELATIONSHIP MANAGEMENT Newsworthiness 93 Participatory media 88 Pitching 93 Public affairs 109 Relational maintenance strategies 88 Story placement 97 C HAP TE R 5 Research Are you active, aware or just meh on the issue of net neutrality? In public relations and organizational communication, this means processing feedback. The company has been good to you. Sponsors generally pay more for prime-time and wide-audience programming events like the Super Bowl, and less for time in local programming at off-peak times with smaller audiences. As discussed in Chapter 4, the best way to understand the needs of journalists is to develop solid working relationships with them. This is all part of media relations, which will be discussed more in Chapter 4. Code of Ethics, PRSA, https://www.prsa.org/AboutPRSA/Ethics/CodeEnglish/. Their menu of services included monitoring coverage in different types of media, capturing related content, and conducting content analysis of news and editorial mentions. Search engine optimization (SEO) Process of improving the position of a specific website in the organic search results of search engines. 3 (2015): 335344, doi:10.1016/j .pubrev.2015.05.004. Disneys 360-degree approach accounted for the many ways consumers interact with the brand in their daily lives, both online and offline, and made sharing easy and fun. Kietzmann et al. An organization opening a new plant in a high uncertainty avoidance culture may be required to present a detailed environmental impact statement showing exactly how they expect social, natural and economic environments to be affected.21 Lower uncertainty avoidance cultures are more likely to seek an open-ended dialogue about the organizations plans for a new plant, and so town hall meetings or online forums for public discussion may be more effective ways to communicate plans and discuss options with low uncertainty avoidance publics. In effect, these new laws mandate greater amounts of authenticity, transparency and honestyall of which should be embraced by PR practitioners. Female diner: I guess I do have a question about the chicken. Public relations online : lasting concepts for changing media . But the most important lesson in crisis communications is probably one you learned from your parents: Do unto others as you would have them do unto you. How can we participate in the marketplace of ideas if the only way to work with someone elses ideas is to obtain their permission and pay for the right? Yes, yes and yes. . Them., Cond Nast, accessed August 26, 2019, www .them.us/. games, and even old-fashioned TV. I wouldnt say I love the messages, but they do hold my interest as I think about how vaccines work and the risks and benefits for individuals and communities. 5. Of course you think your product is great, and if you buy ad space youre going to use it to say so. Real, interactive and two-way communication doesnt allow one party or another total control. Understands what information needs to be collected, evaluated, disseminated, and retained. I would love to meet Doris Fleischman, though, and I would ask her to talk about her role in their agency, campaigns she developed for the NAACP and other organizations and what it was like to be a professional woman during a time when that was discouraged. 23. McDonalds restaurants in India serve chicken and fish as well as curry-infused options. We take this crime seriously. Molly Petrilla, How Analytics Helped K imberly-Clark Solve Its Diversity Problem, Fortune, December 10, 2014, accessed June 13, 2019, http://fortune.com/2014/ 12/10/kimberly-clark-dodsworth-diversity/. The general counsel (legal) explains how his unit is winning lawsuits and keeping the organization in compliance with various laws to avoid costly penalties. When you share someone elses intellectual property without permission or proper attribution, you run the risk of legal trouble. People will also comment on their own blogs and other forums. 47. The salary for an entry-level account coordinator in an agency ranges from just over $30,000 to the low $50,000s with a median of about $39,000, according to PayScale.com data in 2019.13 Of course, different agencies offer different salaries and different job titles. Professionals today have access to more scientific research and online data to help them understand publics and to gauge the success of public relations efforts. 69. Public relations scholar Marilyn Kern-Foxworth noted that national corporations and politicians hired his firm for the comprehensive research on the black consumer market that it provided. 35 When interviewed for a story in The New York Times in 1966 titled Racial Image Challenges Big Business, Baker said, The higher you go in these corporations, the less knowledge you find. Chapter 8 will delve more into meaa large number of web page viewers to sales leads or purchases. Sentiment A measure of the tone or emotion behind social media mentions or comments, typically categorized as positive, neutral or negative. PUBLIC RELATIONS MODELS THROUGH THE AGES Public Relations Models in History Press Agentry/Publicity Public InformationCASE STUDY: A TALL ORDER: GAINING ATTENTION IN THE MARKETPLACE OF IDEAS CASE STUDY: EDWARD BERNAYS' "TORCHES OF FREEDOM" Two-Way Asymmetrical Communication Two-Way Symmetrical Communication A Broader Social History of Public Relations Religion Education Politics and Government Major Motivations for Public Relations Recruitment Legitimacy Agitation Advocacy Profit VOICES FROM THE FIELD: KAREN MILLER RUSSELL Ethics: Transparency, Objectivity, and Advocacy IN CASE YOU MISSED IT (ICYMI) CHAPTER 3. Please use a different way to share. works freely available for public use. Genevieve McBride wrote in the Journal of Mass Media Ethics in 1989 that public relations struggle toward professionalism would benefit from a view of history that embraces Bernays disassociation from the journalistic perspective rather than Lees dysfunctional standard of objectivity.66 Whether you practice public information with a journalistic set of values or advocacy with a penchant for persuasion, the principle of transparency is critical. 34. Greater scrutiny of an organizations budget may be perceived as a Strengths Weakness threat. 8. Time and space. Toni Eagar and Stephen Dann, Classifying the Narrated# Selfie: Genre Typing Human-Branding Activity, European Journal of Marketing 50, no. You do, concluded Fortunes Matthew Ingram. Independence in this context means providing objective counsel and being accountable for actions including proper conduct and reporting of research. The slogans are hollow if the organization isnt managed in such a way as to make the words ring true. These were the words used by various media outlets to describe an incident involving Papa Johns founder and Chairman John Schnatter when Forbes.com revealed that Schnatter had used the N-word on a conference call with a marketing agency. Divergence 67 Publicity Unpaid media coverage, or the practice of deliberately planning and producing information and activities to attract this coverage. Knowing that your Barnums Animals Cracker box is a brand packaging icon that has lasted for more than 100 years, you might be tempted to smile and discard the request. The Communications Act 2003 is a UK law that prohibits political advertising. Case Study The Issue Life Cycle of Volkswagens Dieselgate Volkswagens diesel emissions scandal, dubbed dieselgate by some and the diesel dupe by others, provides an example of how an issue can grow into a full-blown crisis with major consequences. Track down the significance of a symptom or combination of symptoms and logically conclude what should be done. On the other hand, if someone uses well-defined methods of analytics to show how keyword queries in a treatment group differed significantly from a control group in an A/B test, we would have more confidence in the researchers results. Pop up, Lexico.com, accessed August 24, 2009, https:// en.oxforddictionaries.com/definition/us/pop_up. How do you see public relations practitioners adapting to differences in politics, the economy and media across the globe? While both @Deadspin and @SBNationGIF went back online within a few days, and they both continue to post GIFs, they clearly had to work out legal issues with both Twitter and the original copyright SBNation posts animated GIFs of NFL games and other sporting events on its holders to continue the practice. 2. 2. https://www.chipotle.com/food-with-integrity.html. Proselytizing is a key part of strategic campaigns going viral. 20. Dozens of established organizations with codes of ethics serve members all over the world, including the African Public Relations Association, the Public Relations Consultants Association of Malaysia (PRCA Malaysia), the Public Relations Institute of Ireland (PRII) and the Mexican Association of Public Relations Professionals/Asociacin Mexicana de Profesionales de Relaciones Pblicas (PRORP). Study Shows How Medias Influence on Public Opinion Varies by Country, The University of Kansas, October 1, 2018, today.ku.edu/2018/09/13/ study-shows-how-media-influence-public-individualopinions-varies-country-factors. A big part of what makes social media social is that people are motivated to engage other real people. For example, the University of Oregons mission statement differs from its vision statement. Kevin Draper, Robert Kraft Apologizes in First Public Comments About Prostitution Case, The New York Times, March 23, 2019, accessed June 18, 2019, https://www.nytimes.com/2019/03/23/sports/ football/robert-kraft-apology.html. How might social media prompt unexpected responses to regional public relations efforts? Psychographics Data describing psychological characteristics of a population including interests, attitudes and behaviors. Slander Oral communication that is false and injures someones reputation. And if you hire translators for an international conference, that could be considered either an administrative expense or a personnel expense. Budgets 171 Ethics: Beware of Zombies; Enhance the Profession When public relations strategy includes a social media platform like Instagram, a common element of SMART objectives relates to the number of followers or likes or comments the account receives. In fact, CSR may help with profitability, as is evident in research s uggesting a link between charitable giving and corporate revenues.46 EMPLOYEES Positive relationships with employees are an important part of the equation linking social responsibility with profitability. Public Diplomacy 369 Dialogic communication Exchanges involving people communicating their own views and backgrounds while remaining completely open to seeing the world as others do. 25. Public Diplomacy Public diplomacy is an important subset of international public relations that deals with communication designed to promote national interests. Entertainment? Restaurant Brands International Inc. (QSR) CEO Jos Cil on Q4 2018 ResultsEarnings Call Transcript, Seeking Alpha, February11, 2019, https://seekingalpha .com/article/4239908-restaurant-brandsinternational-inc-qsr-ceo-jose-cil-q4-2018-resultsearnings-call-transcript. Let your team tell their stories (and their co-workers stories) as they relate to the theme of the blog. organizations to publics and to interpret publics to organizations. Effectively advises organization on strategic adoption and effective use of technology for listening to, communicating with and engaging priority publics. While the formal treatment of public relations as a field of study and practice may have been a 20th-century development, historians have traced elements of public relations back through recorded history. Taglines, tweets, brand logos and text messages are examples of highcontext communication because success in this type of messaging depends so heavily on the context and the meaning assigned by the people involved. You dont pay for the space for a newspaper story that runs as the result of a news release or an interview with your CEO that airs on national TV. There are three good reasons for studying PR history. See Universal Accreditation Board Uber, 367 Uber Eats, 261 Ultimate Fighting Championship (UFC), 300301 Uncertainty avoidance, 354, 354f, 35556 Uncommitted (publics as), 131 Unconferences, 164 Uncontrolled media, 18284, 194 UNICEF, 15859, 160, 161, 162 United Airlines, 32023, 324 United Breaks Guitars (video), 320, 320p United Nations, 46, 158, 270p United Nations Foundation, 218 Universal Accreditation Board (UAB), 24, 50, 390, 390p Universal Accreditation Board (UAB) competencies, 398401 Universal Pictures, 186 University of Alabama, 42 University of Amsterdam, 31 University of California Berkeley, 144 University of Chicago Magazine, The, 226 University of Colorado, 357 University of Florida, 11, 170, 376 University of Georgia, 42, 50, 313 University of Hawaii, 216, 376 University of Maryland, 39 University of Miami, 134 University of Missouri, 322 University of North Carolina at Chapel Hill, 63 University of Oregon, 124 University of Southern California School of Communication, 362 Unnatural links, 247 Unseen Power, The: Public Relations, A History (Cutlip), 38 URLs, 247 U.S. Steel, 41, 109 Usage divide (second digital divide), 363 USAJOBS.gov, 38485 usaspending.gov, 304, 304f USA Today, 30, 130, 184, 267 Useful Community Development, 131 User generated content (UGC), 276 Uses and gratifications, 26263 Utilitarian calculus, 144 Utilitarianism, 15, 14345, 175 UTi Wordwide, Inc., 309 Validity, 14041, 21718 VALSTM (values, attitudes and lifestyles), 133 Values, 18, 19, 22, 173 Ventimiglia, Milo, 13 Verizon, 128 Vertical videos, 274 Vicks, 349, 35657, 357p Victim crises, 33335 Video, 27375 Video news releases (VNRs), 239 Vimeo, 128, 212, 273 Vine, 274 Viral posts, 187, 233, 296, 320, 323, 357 Virginia Tech, 313 Virtual reality headsets, 202p Visa, 365 Visa Everywhere Initiative, 364 Visa Everywhere Initiative: Women's Global Edition, 364 Vision statements, 124 Visual listening, 26467, 277 Voice of Business, The: Hill and Knowlton and Postwar Public Relations (Russell), 50 Volkswagen, 32528, 328p Volunteers, 105 Vox, 149 Vyond, 274 Wa'ahila ridge, 40p, 41 Wall Street Journal, The, 60, 63, 99, 154, 169, 269 Walmart, 73, 79 Walt Disney Co., 17, 28182, 283 Walt Disney Imagineering, 79 Walt Disney Television Studios, 282 Warby Parker blog, 244p Washington, George, 28 Washington Post, The, 30, 108, 180, 249 Water Supply and Sanitation Collaborative Council (WSSCC), 15859 Watson, Matt, 278 Weaknesses (SWOT analysis), 120, 121, 122 Web 1.0, 185, 303 Web 2.0, 303 We Believe: The Best a Man Can Be campaign, 200, 21415, 214p Weber Shandwick, 364, 382 WeChat, 369 Weibo, 24546, 245f, 369 Weinstein, Harvey, 47 Welcome to the Global Collaboratory campaign, 123 Wells Fargo, 19394 Wendy's, 59 West Virginia University, 325 SUBJECT INDEX 441 What The New York Times Didn't Tell You (Carney), 29293 Whirlpool, 121t White House home page, 184p White House Office of National Drug Control Policy, 139 Whole Foods, 12728, 127p WHOPPER Detour stunt, 26062, 261p Wikipedia, 190, 226 Williams, Patricia, 156p Williams, Serena, 7, 8p Wilson, Albert, 95p Wimbledon tennis championships, 99, 100p Winterkorn, Martin, 327 Wired, 33, 82 Word of Mouth Marketing Association (WOMMA), 6, 69 Word-of-mouth promotion, 6970 Words (unit of analysis), 135 World Bicycle Relief Organization, 225, 22930 World Cup (FIFA), 36567 World Economic Forum, 384 World Food Programme, 36667 #WorldPhotoDay, 18889, 189p 442 SUB JECT INDEX World Press Freedom Day, 363p World Through Soccer, The (Bar-On), 365 WPP, 59, 359 Wrapped, 25960, 259p Writing, 22555 business, 249 career skills needed for, 39091 ethical, 251 feature stories, 23136 goals and objectives in, 22728 impression management and, 22829 for influence and persuasion, 227 for intermediaries, 23848 for news media, 23842 news stories, 23638 relationship building and, 227 reputation management and, 228 for search engines, 24648 for social media, 24346, 250 storytelling and (see Storytelling) Writing PR: A Multimedia Approach (Carstarphen and Wells), 235 Wylie, Christopher, 339 Yahoo, 46, 65 Yahoo News, 30 Yale Law School's Information Society Project, 82 Year 3000 (song), 258 Yelp, 12, 14, 14p, 39293 YouTube, 9, 10, 129, 188, 188p, 212, 213, 214, 215, 228, 237, 258, 379 average length of videos on, 27475 child exploitation scandal, 27879 conflict management on, 320 integrated marketing communication on, 70 number of monthly users, 273 United Breaks Guitars video, 320, 320p Yue, Cathy, 246 Zappos.com, 67, 73 Zillow, 73 Zombie followers, 17274 Zuckerberg, Mark, 33941, 340p, 353p Zurich Blood Donation Service, 134.
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